Cross-Channel Ad Spend Allocator
Get a Google / Meta / LinkedIn budget split matched to your contract size.
For a mid-market profile at $12,000 ACV, start around 40% Google / 25% Meta / 35% LinkedIn. Then let payback by channel, not the starting split, decide where the next dollar goes.
A starting envelope from deal economics, not a substitute for channel-level CAC. Reallocate toward whatever channel is compounding.
About this calculator
The right Google/Meta/LinkedIn split isn't a fixed rule of thumb, it moves with how big your average deal is, because LinkedIn's premium CPCs only make sense when the contract value can absorb them. This calculator recommends a starting budget allocation based on total budget and average contract value, giving you a defensible envelope to begin from rather than an arbitrary 40/40/20 split.
How to use it
- Enter your total monthly budget across all three channels.
- Enter your average contract value, the typical deal size this spend is meant to acquire.
- Read the recommended split across Google Ads, Meta and LinkedIn, along with the deal-tier label that drove the weighting.
Methodology
The calculator buckets average contract value into four tiers: low-ticket/volume (under $1,000), SMB ($1,000-$5,000), mid-market ($5,000-$25,000), and enterprise ($25,000+), each with a fixed recommended split.
At the low-ticket tier the split leans heavily Meta (55%) and Google (40%) with minimal LinkedIn (5%), since LinkedIn's CPC premium can't be justified by small deal sizes.
As contract value climbs into mid-market and enterprise tiers, LinkedIn's share rises substantially (up to 55% at the enterprise tier) because its intent-quality and professional targeting justify the higher cost per click against a much larger deal value.
This is a starting envelope derived purely from deal economics, it does not know your actual channel-level CAC or conversion performance. Once campaigns have real data, reallocate toward whichever channel is producing better payback, not toward the tier default.
FAQ
LinkedIn's CPCs run several times higher than Google or Meta, but its professional targeting and intent quality can justify that premium when the deal at the other end is large enough to absorb a higher cost per lead. At small contract values, that same premium CPC simply doesn't pencil out.
Treat it as a reasonable starting point for a new or restructured budget, not a permanent formula. It is deliberately simple, once you have a few weeks of channel-level CAC and conversion data, let that performance data override the starting weights.
Use your median or most common deal size rather than an average skewed by a few outliers, one enterprise deal in a mostly-SMB pipeline would misleadingly push the recommendation toward a heavier LinkedIn weighting than your typical deal supports.
No, it is based purely on deal value. Channels aimed at longer sales cycles (like LinkedIn for enterprise) also need patience before CAC payback shows up, budget the split with that lag in mind rather than expecting fast, Meta-speed feedback from every channel.